MENGUJI ANTESEDEN EKUITAS MEREK: STUDI EMPIRIS PADA MOBILE BANKING BCA
DOI:
https://doi.org/10.22441/mix.2020.v10i1.007Keywords:
Resiko, manfaat, kepercayaan, persepsi kualitas, loyalitas merek kesadaran merek, ekuitas merekAbstract
Perkembangan internet mendorong industri perbankan untuk mengembangkan e-banking. Tidak hanya itu, industri perbankan terus meningkatkan kualitas dan kepercayaan demi terus menciptakan nilai tambah pada merek supaya konsumen tidak beralih ke merek lain. Dalam kaitannya dengan merek, banyak penelitian yang berkaitan dengan ekuitas merek, namun sedikit penelitian yang mengintegrasikan variabel manfaat risiko dan kepercayaan untuk memprediksi ekuitas merek terlebih lagi dalam konteks teknologi. Oleh karena itu, tujuan penelitian ini adalah untuk menguji pengaruh variabel-variabel anteseden ekuitas merek (yakni: kepercayaan, kesadaran merek, persepsi kualitas, loyalitas merek, risiko, dan manfaat). Penelitian ini menggunakan paradigma kuantitatif dengan dengan tipe jenis penelitian deskriptif. Obyek yang digunakan adalah BCA mobile banking. Peneliti melakukan metode pengumpulan data melalui kuisioner dengan 28 indikator yang diberikan secara personal dengan menggunakan skala Likert 5 poin. Disain sampel adalah sampel non probabilitas dengan jumlah sampel 100 responden. Data kemudian dianalisis dengan menggunakan structural equation modeling. Hasil penelitian menunjukkan bahwa delapan hipotesis didukung. Studi ini memberikan beberapa kontribusi teoritis, implikasi manajerial dan saran untuk penelitian selanjutnyaReferences
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